By Kimberly Alford Rice Top Habits of Successful Rainmakers

By Kimberly Alford Rice

Top Habits of Successful Rainmakers

2Top Habits of Successful Rainmakers

Contents3 | Letter from the author

5 | Develop a Solid Personal Brand

6 | Manage Digital Assets

7 | Aggressively Grow Contacts

8 | Mind and Grow Network

9 | Leverage Relationship Builder

11 | Develop Marketing Mindset

16 | Ask for Business and Seal the Deal

19 | The Golden Sales Circle

20 | THE Secret Sauce


Letter from the author

This is not a “how to” book nor a technical guide. There are plenty

of marketing, rainmaking books on the shelves. No, this e-book is different.

Working with, for and alongside lawyers and in the legal services space for over 24 years, I have learned very important lessons and, in fact, imperatives which must be present to become a prosperous lawyer and business owner.

Despite most lawyers not being educated nor trained in law school on the practical side of

the business of law and how to build a business from the bottom up, I know for sure that

most lawyers (there are some exceptions) can learn the process and be prosperous IF:

•they are committed to learning new skill sets and to the relationship-building and reputation-enhancing process

•developing (or perfecting) a genuine sense of helpfulness •being open to opportunities that are all around us, every day.

The primary points are these:

1. Building and growing a prosperous book of business requires different skill sets in addition to those you learned to become a lawyer.

2. Becoming a successful rainmaker is an investment in your future and begins on Day One of being a lawyer.

3. The process requires commitment and focus and will last until you leave and/or retire from your legal practice.

4. Successful results will not be found in “magic bullets”, “one and done” nor “scattershot” approaches because there are none.

The more direct route and secret sauce to success is this:

Consistent and persistent massive amounts of

action over a prolonged period of time is the

ONLY path to successful marketing results.


First and Foremost - Knowing ≠ DoingLawyers did not attend law school to learn how to build a business. However, in the

vastly shifting legal services paradigm, it is imperative for private practicing lawyers to learn requisite skill sets such as relationship building, networking and superior communications skills and more imperative to apply them to build a solid book of business.Often, it is the difference between the “knowing” and the “doing” that separates successful rainmakers (those lawyers who proactively and consistently take steps to develop new business) from those attorneys who experience frustration and overwhelm of seeing growth in their business.

There is no shortage of information on “what” to do to build a prosperous business yet so many lawyers are frustrated and overwhelmed with applying their knowledge and, even more, the consistent and persistent steps that are required to actually gain traction with their business development efforts and jumpstart momentum of seeing “results”.

Working with lawyers exclusively for over two decades to guide them along this professional path, I know for sure there is no other greater task to cultivate and hone than to develop the marketing mindset. Unless and until lawyers regard their daily practice as their own business, it is likely business development efforts will not receive the time, attention and resources required to see great results.

How does this work? First, regard your business as much a priority as your daily

billable hour requirements by allocating a certain amount of time to relationship-

building and reputation-enhancing activities every day. (more on these later).

Second, approaching your business-building with the “giving to get” mentality will

greatly expedite developing the momentum that is so critical to begin seeing the

“fruits of your labor”. So, let’s get started with putting these proven steps into action.

Unless and until lawyers regard

their practice as their own business will they see great

results.

Regarding your law practice as your business and your responsibility to grow or not is one of the greatest challenges for lawyers, especially those who work in larger firms where there are so many resources and work is often plentiful and easy to come by.

Complacency is the worst enemy to progress.

Disciplining yourself to be mindful of growing your business and how you may help others is a great place to start.


Develop a Solid Personal BrandAs competitive as the legal services arena is, there is space to distinguish yourself, whether you are a

first year associate or have been “at this game” for over 40 years. Developing and building a solid

personal brand is imperative to stand out in your network, and in your growing business.

First, you must realize that you are a brand. Clients don't hire law firms - they hire lawyers. Clients

want to find a lawyer they know, like and trust and, as a lawyer you must be in the public eye.

Second, you must identify what is different and special about you and answer the question of why

clients want to work with you. This exercise will be valuable to help define your personal brand.

Once you have defined your personal brand, you must communicate it across all platforms (think

website profile, printed professional biography; social media profiles; speaker bios, etc.) and in front of

all audiences, on an ongoing basis.

It is the consistent and repetitious communication of your unique personal brand that will distinguish

you in front of your targeted audiences (internal and external clients; referral sources; and, qualified

prospects), and growing network.

“Personal brand is what

others say about you when you leave the

room” – Jeff Bezos, Founder,

Amazon


It has never been easier than

in the great technological era

in which we live to establish

and build a personal brand,

valuable and, in fact, profitable

relationships through the use

of myriad of digital assets and

outlets.

Regardless of whether you are

25 or 75 years old, you must

manage your digital assets to

be considered a player in the

legal services space and a

successful rainmaker. And,

with so many tools and apps, it

can be a snap. ```

```````````````

There are many outlets and venues on

which you may establish and grow your

digital and social media reputation.

1. Update and maintain website and social media profiles. As we’ve alluded, if you intend to build

a solid personal brand or digital reputation, it is imperative that you maintain updated website

and social media profiles. Don’t be shy in announcing and promoting professional

acknowledgements, honors, awards and advancements/promotions.

As much as we emphasize this simple step to develop a robust online reputation,

ultimately the exercise has very little to do with you. Hear me out. The driving point in taking

these steps is to increase the probability that a member of your targeted audience will be

intrigued with your personal brand and unique credentials. It is for that fact, that every place that

you are identified online be accurate and up to date.

2. Consistently maintain high online visibility. Digital marketing “best practices” point to regularly

posting updates, initiating online discussions and questions across social media platforms at

the same time demonstrating expertise in your chosen area(s) of practice.

3. Leverage growing Internet reputation to cultivate relationships. Be mindful of posting and

sharing online what’s happening in real time with your practice, growing business and

professional activities.

Manage Digital Assets

Below are a few

tips.


Err on side of inclusivity among all activities

Be clear and focused on contact follow up, every time.

There are few steps more important you can

take in building and growing a prosperous client

base than to continuously expand your network.

Think broadly of those in your universe. Who

might be a qualified targeted client or know

someone to whom you may be referred?

When you are engaged in outside or

“extracurricular“ activities, do you naturally add

those peers, colleagues, former classmates

and co-workers to your growing contact

database? If not, you must, in order to reach

individuals who could become vital in your

success. Re-think your strategy.

With so many convenient tools available, it

couldn’t be more simple to keep your growing

contact list current.

If you have not yet developed a process with

your assistant for adding and categorizing your

contact list, take the proactive step to do so.

This way, when you return from networking

events or other business development

activities, you’ll be assured that all names are

appropriately entered to help keep you in

contact with your expanding network.

As important as continuously growing your

contact list, set calendar dates (twice a year?)

to review and ensure accuracy. Tracking folks

on LinkedIn can be a fast and simple solution.

Aggressively Build Contacts


Mind and Grow NetworkWith the limited time we all have for any additional calendar add, make it as simple on yourself as

possible. Much like growing your contacts with fail-safe processes of collecting, categorizing and

entering names into your growing contact list, be mindful of where you allocate your time in growing

your network.

Double check your activities to ensure they meet the productivity test. Are the individuals with whom you keep company:

1. Qualified targeted prospective clients, or2. High impact referral sources

While we all have interests that we may not consider “business development-oriented” (as is desired), take some time to evaluate whether you are investing and allocating your limited marketing time as productively as possible by surrounding yourself with realistic business-building partners. If not, change where you go and how you assess business development opportunities. Avoid “random acts of marketing” and scattershot approaches, just because.

Be interested rather than interesting.


Leverage relationship builderOne of the first and most important steps you can take to develop high impact rainmaking skills is to leverage the inherent relationship-builder within.

Most of us naturally engage others, build rapport, reach out to "check in" and such. Use this natural skill set to develop strong business relationships with those individuals who may be appropriate referral sources, "super connectors" and/or qualified prospects.

Do not be shy in taking this deliberate step. It is necessary for helping you get and stay connected as an active relationship business builder.

What exactly does this look like?

Studies show that business

people who actively seek ways

to help others are much more

successful in their businesses.

“Helping others” need not

always revolve around

referring a qualified targeted

client but rather investing the

time to learn and understand

what is valuable to your

contacts and referral sources.

What do your

contacts need

that you may

have?


First, get organized. Do you have a "workable" contact list? If not, it is imperative to assemble and compile a contact list to get started on the right foot.

Think broadly. Include contacts from all areas of your network...colleagues, peers, legal/business association members, service providers, vendors, really, everybody.

One of THE keys here is to categorize the contacts so when you move to the next step, you'll know who you are looking for.

Categorize? Whether you are working in Outlook or Interaction (CRM), label each contact as to the nature of your relationship. This way, it will be easier to "manage" the relationship when trying to "get and stay connected" with your growing network.

For those who have this very important step down, schedule definitive dates on which you will reach out to specified people in your network. Look for simple ways to reach out, if only via email.

Schedule 3-5 outreaches every week...a quick phone call, an even easier email, or a face-to-face meeting. IF you are to become a successful rainmaker, building, growing and maintaining relationships is the cornerstone to a stellar and profitable practice.

Schedule 3-5 outreaches each

week…a quick phone call, a

short email “was thinking of

you and wanted to check in”

or a face-to-face meeting…

coffee, lunch, dinner.

Develop the discipline of

consistently reaching out to

high impact contacts and

qualified prospects.

This is imperative to move

forward.

SPOTLIGHTIF you are to become

a successful rainmaker, building, growing and maintaining relationships is the cornerstone to a stellar and profitable practice.


Develop the Marketing MindsetDeveloping a "marketing mindset" is one of the premiere habits successful rainmakers understand as "non negotiable" in their quest to build a prosperous practice.

What this looks likeFirst, we must begin with the supposition that "marketing" is not an activity but rather a lifestyle. As long as you are a professional with client development responsibilities, you will always need to attract clients. One of the best ways to do that is by recognizing opportunities which may lead to client retentions.

The quality of one's marketing activities is far more important than the quantity, and the best marketers find a way to incorporate marketing into their everyday practices. In fact, those service providers who view marketing as an "extracurricular activity"-- i.e., an extra layer on top of their practice-- will likely not realize the success she desires.

How does a busy lawyer integrate business development activities into her practice? It begins by recognizing opportunities.

Outlined on the next pages are example of simple activities that demonstrate the difference between the committed marketers and those who do not commit to the process.

Developing a marketing

mindset to recognize

business development

opportunities all around

you is key to becoming

a successful rainmaker.


Before you attend a meeting, a

CLE course or a firm event,

you:

•Review the registration list

and decide whom you would

like to talk with, and prepare

some conversation starters.

•Call a client or potential

referral source to see if he/she

would like to accompany you

•Make a commitment to arrive

early and stay until the end of

the function (the first hour is the

most important).

Total time: 15 Minutes

Building a prosperous book of business is

predicated on engaging in targeted

relationship-building activities.

After you complete a project, case, deal or transaction for a client, you:

•Call the client to say thanks for the opportunity to be of service

•Ask for an opportunity to conduct a satisfaction assessment or "post mortem" on the project

•Send a gift to recognize a client's good fortune (e.g., a location change or an acquisition)

•Set a calendar reminder for three months out to check in on the client

Total time: One to two hours

When contacting a client for in-person meeting to sign a document or discuss a project, you:

•Request to have the meeting at the client's place of business and take a tour while you're there

•Schedule the meeting at the end of morning/end of the day, and invite the client to lunch/drink

•Advise client that you will include a colleague - at no charge - so she can learn about the issues

Total additional time: One to two hours


Marketing is not an event but rather a lifestyle.

Investing in relationship-building activities is one of the best uses of your time.

When you are scheduled to make a

presentation, you:

•Request an attendee list as a condition of

your presentation•Add the attendee list to your contact list•Think of a useful follow-up activity that you

can send to participants, such as a checklist

or an article

Total time: A couple of hours

Instead of sitting at your desk for lunch or

going out with a pal, you:

•Take a client to lunch

•Meet up with a former law school classmate

•Go to lunch with your own accountant,

banker or financial planner

•Invite a colleague from a different area of

the

firm to learn about his or her area of

practice, business development ideas and

clientele

Total additional time: One hour


TakeawaysSuccessful rainmakers recognize an opportunity when it presents itself and incorporates

marketing activities into their practices on a daily basis. The rewards of doing so go far beyond

success at business development.

Effective marketers generally find their practices more satisfying because they are in control of

their own destinies and they build stronger and closer relationships with clients and colleagues.

And, effective marketers are often perceived by clients to be more valuable advisors because

they are attuned to the issues that are important to clients, they add value to their relationships,

and they take the time to recognize and thank people who help them.

Successful rainmakers are always on the lookout for opportunities and asking how they can help.

Scheduling time into your busy schedule to take consistent action towards growing your network,

learning more about your colleagues' business, and getting face time with your current client

contacts are imperative to building a successful business.

Successful rainmakers understand that marketing is as much

about mindset as it is time management. The billable requirements

never stop but thinking broadly about your long-term practice and

taking a few extra minutes every day to do something about it

(even if it's an email or two to recent business acquaintances) will

yield dividends down the road.


Become a System MakerOn the road to becoming a successful rainmaker, we all struggle to stretch every minute to "fit it all in". Everyone is in the same boat. We all have the same 10,080 minutes every week.

To become a successful rainmaker, it is imperative to also become a "system maker" wherein you collaborate with your team (e.g. legal assistant, family members, interns, etc.) to develop systems and processes which support your business development activities.

Leverage support/assistance to build/manage contacts

When you return from targeted networking events, what do you do with the business cards which you collected?

Here's what I suggest:

Before you leave an event, jot a note on the back of the business card which will jog your memory of the person(s) you just met. This may be a physical characteristic and/or the actual event name. Very important.

• Designate a "category" for each new contact (i.e. "RS" = referral source; "C" = client; "P" = prospect, etc.) so that the person who is entering each card into the system can accurately input the information. Remember, you are building a contact database which you want to sort, at some point.

• Reach out to each new contact within 24-48 hours.

• Just a few sentences to follow up and to prospectively suggest a coffee date to learn more about each others' business.

• Get and stay in touch with new contacts periodically, while making a concerted effort to "help" this person in some way.


Several important points:

1. Building a business is not about selling, rather about offering a solution when there is a need.

2. There will never be a “sale” unless and until there is a need.

3. Actively listening is one of the most important skill sets to bring to growing your practice.

• Presenting your capabilities to prospective clients DOES become easier the more prepared you are

• Practice makes perfect. The more often you integrate the tips below, the easier he sales process will become, and calm those butterflies.

• When you approach a "sales" opportunity, it is imperative to proceed with the most productive mindset of "how you can 'help'" rather than "I need to land this business". When you practice the former rather than the latter, your motivation is transparent to your prospect. Proceed with caution and mindfulness.

Ask for New Business and Seal the Deal

Understanding the triggers for your legal services is paramount to attracting clients.

Depending upon your specific focus of practice, there are different triggers. Consider the reasons clients retain your services. What events, opportunities, problems are you retained for?


When you approach a "sales" opportunity, it is imperative to proceed

with the most productive mindset of "how you can 'help'" rather than "I

need to land this business". When you practice the former rather than

the latter, your motivation is transparent to your prospect. Proceed with

caution and mindfulness.

When preparing (and not winging it) for your next sales meeting with a

prospective client (with whom you have presumably established a solid

rapport and thoroughly understand their business and "triggers" which

signal there is indeed even a need for your services), consider these

questions:

• Do you know for certain what the prospect's "pain points" are?

• Have you had a direct conversation about what scenario creates a

need for your services? (Active listening skills are imperative here)

• What internal pressure might your prospect have that may impact

his/her receptivity to your service?

Approaching ‘Sales’ with Helpful Mindset

Identifying and understanding prospects’ needs triggers and ‘pain points’ are mission critical to expanding your practice


Are the final decision makers for engaging your firm's services in the room? If not, how can you

get them there?

What do you view as the 'cost of doing nothing' for your prospect?

Much of successful sales lies in the preparation and establishing a strong business relationship

prior to asking directly for business. The actual 'asking' must come from a place of helpfulness:

how your firm may help a client and prospective client to prevent or solve a problem.

Successful rainmakers with whom we partner find it very useful to role play through the sales

process, especially 'the ask' portion as it can feel very unnatural and uncomfortable, at first.

Buddying up with a colleague can be instructive, particularly with guidance from a seasoned

professional coach. We provide these services and would be happy to support you and your

colleagues as well.

Understanding the “cost of

doing nothing” from your

prospective client is an

excellent piece of information

to have in the sales process.


“WHY”“WHAT”“HOW”POOR Sales People Sell This- Focus on service (features)- Sees price as a differentiator- Lacks creativity / Rigid- Fails to add value- Fails to identify & uncover

specific needs- Comes across as just another

attorney

Mediocre Sales People Sell This- Focus on “how we do this”- Focus on themselves- Tries to prove they are a good

technician- Over educates the prospect- Gives step-by-step details

GREAT Sales People Sell This- Leads with benefits- Can articulate and add value

to the conversation- Builds credibility & trust- Is perceived as a Trusted

Advisor- Identifies person’s needs &

wants

- Sells to the prospect’s goals

- Focus on prospect’s gaps

- Sells to solve the person’s

problem or need

MOTIVATION

SERVICE

“The Golden Circle” Start With Why by Simon Sinek

WHY

HOW

WHAT

SERVICE

PRODUCT

MOTIVATION

PROCESS


The Secret Sauce for Marketing Success

Marketing Success =The consistent, persistent

massive amounts of action over a prolonged

period of time.

You have everything you need; let’s get started.

You’ve now read our Top Habits of Successful

Rainmakers.

Here's what I suggest:

Digest what you have learned and refer back to to it

often. The more you can get and keep targeted

strategic business development on the top of your

mind, the greater the probability you will be to act

upon prescribed plans.

You have everything you need to be successful and

prosperous. Believe in yourself and the processes.

Stand confident in your worth, don’t allow others to

distract or discourage you.

And, most importantly, KEEP MOVING FORWARD!

Top Habits of Successful Rainmakers

by Kimberly Alford Rice

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By Kimberly Alford Rice Top Habits of Successful Rainmakers